Research On Marketing Strategy Of Shenyang T&C Laolongkou Brewery Co., Ltd

Currently，the increasing speed of China economy development has been gettingslow. Chinese wine industries are impacted thoroughly because of “public funds” policyin2011, plasticizer incident in2012, alcohol prohibited by the Central MilitaryCommittee and drunk driving regulations in2011etc. related policies and regulations.This led to fall back of the Chinese wine’s output, sales and profits. Under this kind ofpressure, Chinese wine industries individually change their marketing strategy. Forexample, the price of high-level wine is reduced and mid-level wine is promoted mainly.Shenyang T&C Laolongkou Brewery Co., Ltd is the joint venture company byShenyang Laolongkou Brewery Company and Singapore T&C Company. It’s the firstjoint venture company in China wine industry, which produced high-level, mid-leveland low-level strong aromatic Chinese wine. In the current situation, the sales ofmid-level products are impacted a lot. Therefore, The following emergency need to besolved: how the company analyzes Chinese wine industry’s competition structure; whatthe effective sales strategies are under the company’s current situation.The company’s advantages and disadvantages was analyzed using SWOT methodbased on Chinese wine industry’s current situation and development trend in this thesis.Shenyang T&C Laolongkou Brewery Co., Ltd is a local “old popular brand” which hasculture, location, and price advantages. Also, the company is short of funds and has nocore agencies. The company must face their threat in which high-level Chinese wineseized the mid-level market and the competition with its replacements, like beer, wineand western wine, is continuingly intense. The thesis analyzes sales strategies from itsmain competitors, points out that the problems on sales strategies, and gives practicalsuggestions according to relevant theories. Therefore, the thesis tired to offer anypossibilities for the company to avoid disadvantages, to take advantages, to seek survivals and development, to grab market opportunities and to strengthen enterprisecompetition.